Security Business: Marketing and Ops for Ambitious Alarm Companies

Letting an employee go isn’t always easy. But there are still ways to improve at it. I made a bunch of mistakes my first time. I’ve learned from that experience…

Peek into our business to see how we install access control, video, fire, and security systems. You probably have some of these steps in your company too. What’s missing? What’s added? Compare and contrast with what we do to see how you can improve… or we can.

How do you feel talking about your dreams and plans with your friends? Are there financial numbers that seem ridiculous to discuss with them but normal for you? I’m realizing that in order to continue growing, I have to shift what feels normal in my life regarding money. Have you bumped up against this yet?

There are people out there who love this work. People who spend their lunch break reading about the latest developments in camera analytics. People who spend their free time thinking of how to streamline ops procedures. People who listen to podcasts about cold calling. Are you one of those people? Is there a part of you that is, maybe just interested in a specific aspect of the security business? Here’s what you can do about it…

We get all nerdy about our technology, the latest cameras, the coolest software, our verified security products. But for most customers, they might never actually experience the benefit of all that. Instead, what experience does do we provide?

What are the biggest expenses for your company? Do you know them by heart? Do your employees know them? Are you all making decisions based on those expenses?

How do you contact customers when they have a problem with their security system? You have phone calls. You have email. You might even have a written notice in the mail. But are you using certified letters to make sure they receive it?

Just start. Share what you’re working on now. Do more, not better. And that will help you get better. That’s what I’m doing anyway.

“Install a camera here. So we can see this spot. So we can see who is pooping here. So we’re not embarrassed. So we don’t lose face with our employees, stakeholders, and the public.” You don’t always know why your customers really want cameras added, that fancy new access control installed, the security system upgraded. Unless you learn to ask and listen to what they say.

Is your marketing language the same as the other integrators in town? Does your website look and feel like you’re basically the same company? Been around for 30 years, owner operated, one-stop shop? I hadn’t really looked at other companies recently. When I did, I realized there’s a problem with our messaging.